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| Author: | Hruschka, H. Natter, M. |
| Title: | Clusterorientierte Marktsegmentierung mit Hilfe kInstlicher Neuraler Netzwerke |
| Journal: | Marketing: Zeitschrift fur Forschung und Praxis
1995 : VOL. 17:4, p. 249-254 |
| Index terms: | NEURAL NETWORKS MARKET SEGMENTATION CLUSTER ANALYSIS |
| Language: | ger |
| Abstract: | We study use of artificial neural networks in clustering-based market segmentation. On the one hand we determine segments on the basis of segmentation criteria., on the other hand we simultaneously form segments and discriminate between these segments on the basis of additional segment descriptors. Parameters of all models are estimated by an extended version of backpropagation. Our experiences support the expectation that nonlinear networks may be superior to linear models. |
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